Inbox Insider: Holiday e-mails must be giving

Share this article:

It is still a bit early to tell how consumers will spend their money this holiday season, especially after consumer confidence dipped in September after a slight uptick in August gave retailers a false bit of optimism. Yet one thing is for sure: most consumers have tighter budgets and they are looking for better deals and better value. With retailers challenged with sending relevant and targeted messaging this season, search and e-mail will be two of the main drivers, according to a new report by Experian.

Offering a little gift to consumers purchasing presents may be a way to get some attention. Experian Marketing Services' new report, The 2009 Holiday Marketer: Benchmark and Trend Report, found that one of the best ways to use e-mail this holiday season is by giving something away. The report found that almost 70% of holiday e-mails sent last year mentioned free shipping or discounted offers — such as dollar amounts or percentage discounts off the total. Interestingly, free shipping coupled with a percentage-off discount saw the highest transaction rates in the report, averaging 0.14% of e-mail sent. Conversion rates were higher for e-mails mentioning an offer as opposed to those that did not.

Another idea is to add ratings and reviews to e-mails. According to the Experian report, Bath & Body Works last year worked with Experian CheetahMail and Bazaarvoice to incorporate ratings and reviews data into their holiday e-mail campaigns. The campaign saw average order values increase by 10% compared to its average e-mail marketing. Sales per visitor went up 11.5%.

As marketers prepare for the holiday e-mail push, considering tricks like this will help you stand out during what will surely be a busy inbox season.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

The Devil's in the Detail: Crafting the Email Subject Line

The Devil's in the Detail: Crafting the Email ...

The email subject line is the window of opportunity for marketers to connect with potential customers.

6 Do's and Don'ts for Trigger Emails

6 Do's and Don'ts for Trigger Emails

Because one data point is never enough.

Gmail's Unsubscribe Button Unlikely to Affect Marketers

Gmail's Unsubscribe Button Unlikely to Affect Marketers

Marketers shouldn't worry too much about the new feature, but that doesn't mean they shouldn't pay attention.